This story has been corrected: see final paragraph.
Shared roots tend to feature in the Children's Society's corporate partnerships. As with the charity's partnership with Ecclesiastical Insurance, which ended last year, a common Christianity underpinned its relationship with the fair-trade supplier Traidcraft, the trading arm of the charity Traidcraft Exchange.
Traidcraft was formed in 1979 by Christian students at Durham University and the two organisations first crossed paths at the 2011 Greenbelt Christian festival in Cheltenham. That has now led to a full cause-related marketing partnership, with 10 per cent of the proceeds from a dedicated Traidcraft website to be donated to the Children's Society. The charity hopes this will bring in up to £80,000 for the year to January 2014.
Joe Waterton, director of partnership development at the Children's Society, says it looks for a business with a "cross-over" philosophy that tries to reach similar people. "With Traidcraft, it's church-goers," he says. "But the same principle applies to any corporate."
The charity also partners with non-Christian organisations. Its promotional partnership with the restaurant chain Bella Italia is continuing. Jane Riley, supporter development manager at Traidcraft, says that the retailer is also on the lookout for like-minded partners. "It's much better to work together and stand alongside another organisation than to compete in the same marketplace," she says.
Riley predicts the partnership will bring more sales for Traidcraft. "Even though we are giving them a donation, we will get more sales and therefore our producers will get the benefit of those," she says.
- The original version of the story said the Ecclesiastical partnership was still current and the Bella Italia partnership had ended. Apologies.